The Mind of the Beholder: Luxury Product Placement and Product-Background Scene Congruency: An Abstract

  • Patricia Rossi
  • Felipe Pantoja
  • Kacy Kim
  • Sukki Yoon
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Product placement is a pervasive marketing technique. Focusing on luxury goods, we investigate how luxury associations modulate the effects of product-background scene congruency on purchase intentions. When a luxury product is placed in a movie scene, it can be visible in a congruent, upscale or incongruent, and downscale background. Past research has investigated plot-connection and product prominence, but less attention has been given to product-background scene congruency. We show that product-background scene congruency leads to higher purchase intentions toward the luxury-placed product only when movie viewers are primed with luxury associations. However, priming participants with non-luxury associations mitigate these effects. Results suggest that simultaneous product-background scene congruency and luxury associations are essential if luxury product placement is to be effective.

References Available Upon Request

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Patricia Rossi
    • 1
  • Felipe Pantoja
    • 2
  • Kacy Kim
    • 3
  • Sukki Yoon
    • 4
  1. 1.IÉSEG School of Management (LEM-CNRS)LilleFrance
  2. 2.IÉSEG School of ManagementParisFrance
  3. 3.Elon UniversityElonUSA
  4. 4.Bryant UniversitySmithfieldUSA

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